Site Target Marketing - Defining Target Marketing

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According to Hoover Web Design, a target market is described by its demographic and/or psycho-graphic profile. Demographics and psycho-graphics include many personal and social details, such as:

1. Age groups

2. Genders

3. Nationalities or ethnicities

4. Income levels

5. Marital status

6. Education levels

7. Location

8. Whether or not they have children

9. Social or professional groupings (job, industry, social class, etc.)

10. Interests (could be a hobby, musical preference, favorite sport, etc.)
    

When choosing or identifying a web site's target market, there are a few things to keep in mind:

1. The size of the target market.

2. Whether the target market is growing or shrinking.

3. Whether or not there's a demand for the website or online business in the particular target market.

4. Whether or not it would be easy to monetize the target market. (For example, you wouldn't sell high-end electronics to a low-income target market, and you wouldn't run a content site exclusively on ad revenue if your target market is traditionally "ad blind.")

5. Things that influence members of the target market. (For example, would they be more responsive to paid advertising on other websites, or would they be influenced more by a referral from a friend, in which case a focus on viral marketing would be best?)

After identifying a web site's target market, specific marketing tactics can be modeled around their influences and behaviors, saving time and money when marketing a website or online business.

Market Research

One aspect of SEO that I consider to be rather important is researching the target market for which a web site is aiming. In most traditional MBA curricula, this is done by marketing to a particular demographic or market group. However, an article by Michael Martinez recommended that a target persona should be marketed to, instead of aiming for a particular age range, income range, and people that live in a certain kind of area. With Internet marketing you instead aim for a personality type that will in turn generate publicity for you. These target persona are known as influencers and they are members of a community that your product is targeted towards.

Next: From Influencers To Demographics >>
 

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